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How Online Display Advertising Can Promote Brand Awareness

November 27, 2015
How Online Display Advertising Can Promote Brand Awareness

Many companies have been hesitant to turn to online display advertising for large scale branding campaigns, believing it to be more effective in direct response advertising campaigns. Some of this reluctance stems from concerns over inventory that has not been selected in real-time bidding negatively affect brand image and whether online advertising drives actions online or offline. However, online advertising can work in branding campaigns and there are many reasons why this is so.

The goal of brand marketing is to increase awareness and establish market share as opposed to driving click-through rates. In this regard, display advertising can be a highly effective and measurable channel. Retargeting ads, which is the practice of serving ads based on prior engagement, can also improve the awareness of brands and lead to an increase in branded search.

Most companies measure online ads with online results: cost per click, cost per action, cost per sale, etc. However, industry studies have found that online display advertising also contributes to sales in brick and mortar retail stores. This means that brands need to look not only at the traditional metrics of online display advertising but look to offline metrics as well to determine the true return of an online campaign.

A unique opportunity is created by online display advertising for brands to focus on their ideal audience. Brands can build their target audiences and tailor messages to individual segments using demographic, interest, geographic or intent data. By tailoring and focusing, relevancy can both maximize and improve recall and engagement.

Retargeting can be done on both a small and large scale. Whereas site retargeting is limited by those who have previously engaged with a brand, search retargeting enables display ads to be served to people based on their search behavior. Because it is based on intent, it has the potential to reach an audience that is highly relevant.

CRM retargeting, which relies primarily on direct mailing or emailing addresses for serving ads, can also be used. It enables offline data to be brought online and provides the ability to couple display purchases with catalog mailings to amplify a message across channels.

Behavioral targeting typically relies on real-time bidding. Many big brands are often scared away by RTB as they are anxious they may appear on a site that is not considered one of their premium publishers. However, when brands try to limit their selection of ad inventory they may be hindering their campaign more than helping it.

Brands really need not fear appearing on smaller sites. Any form of retargeting focuses on the target audience and the sites they visit. Regardless of the size of the sites, they will be the ones that are relevant to the target audience which can be very powerful.

More and more time is being spent online by people. To stay in front of their audiences, brands will have to devote more of their budgets to digital online advertising, which has been shown can be very successful for brands. It can be a remarkable vehicle for brand advertising, enabling companies to reach the right people and be at the forefront of their online experience.

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